Abstract Just after the evolution from the PC Internet era to the mobile Internet era, we have ushered in the Internet+ era. What kind of era is the Internet + era? The first thing that can be made clear is that "Internet +" never waits...
Just experienced the evolution from the PC Internet + era to the mobile Internet era, we are welcoming the Internet + era. What kind of era is the Internet + era? First of all, it can be clarified that "Internet +" is by no means equal to "+ Internet". This is not a process of traditional informationization of traditional enterprises, but an era of integration of the Internet and traditional industries. The media platform has changed. Do you still recognize it?
Ma Huateng, chairman of Tencent's board of directors, once had a definition of Internet+ at a conference. He said: "Internet + is the use of Internet platforms and information and communication technologies to integrate the Internet with all industries, including traditional industries. Create a new ecology in new areas."
Indeed, the collision of the Internet industry with traditional industries is creating a new ecology. Especially the emergence of smart homes such as smart TVs, smart refrigerators, and smart air conditioners, as well as the gradual popularization of wearable devices such as watches and bracelets, we are about to enter an era of Internet of Everything. Didi and Express launched separate car services to increase the efficiency of the overall taxi and car rental market, subverting traditional business models through innovative thinking. More industry giants in the Internet and IT sectors are quietly moving in the direction of building smart cities. Not only that, but in the context of the old media platform being replaced, the new media ecology is or will be established, the ecology of advertising and marketing naturally needs to be rebuilt.
At the ad:techChina Global Marketing Summit keynote speech, Zheng Xianglin, vice president of Tencent, said: "The media platform is currently undergoing four evolutions and changes, one from mass media to data warehouses; the other is from playing media to industrial factories. The third is from the split screen to the integrated media; the fourth is from the centralized media to the decentralized ecosystem."
Zheng Xianglin’s implication is that the old order of the media platform is being broken and the online media industry is being subverted. The Internet media platform is not only a platform for information dissemination, but also a big data platform. The video website is no longer just a pure broadcast platform, but an industry from upstream to downstream, from investment to shooting, from production to broadcast. “Factoryâ€; and multiple terminal screens such as TV, computer, mobile phone, etc. will generate more integration and interaction due to the development of technology; the media is rapidly decentralized, and a new media ecosystem is being established.
Reconstruction of marketing cognition, can you keep up?
Obviously, under the earth-shaking changes in the media platform and the communication environment, if traditional advertising and brand marketing methods are still used, the effect will be greatly reduced. In the new era of Internet+, companies must adjust their marketing thinking, re-examine the current media platform environment, and try to rebuild their marketing awareness. So, how do you refactor your marketing awareness? Mainly four points:
First, from "effect" to "precision." First of all, this is an era of big data. The media is no longer a simple information delivery platform, but more will become a data warehouse that can precipitate a large number of user access behaviors. In particular, the popularity of mobile smart devices and mobile applications has caused a large amount of behavioral data to be deposited when people browse information on the media platform.
It is reported that Tencent OMG (Tencent Network Media Group) has considered the construction of DMP (Data Management Platform) as one of the major initiatives of the 2015 advertising eco-layout in its brand network advertising construction plan. Efficient liquidation of data values ​​by docking internal and external data.
Tencent OMG established a DMP data management platform, and the ultimate vision is to achieve multi-win cooperation. For advertisers, the DMP platform can help demanders manage user data and campaign data more effectively, refine crowd classification, improve ad delivery accuracy and flexibility, and achieve higher marketing returns; for media and suppliers Through the DMP platform, Tencent OMG can help suppliers to better understand the media's own audience, improve user stickiness through analysis and optimization, meet the needs of advertisers, and achieve the value of traffic.
Nowadays, performance advertising can't be said to be invalid, but it is not so effective. What is more advertising? For example, the WeChat circle of friends launched in January this year, as a new way of brand advertising, has been rumored to be an advertisement based on the analysis of big data of user hobbies and behaviors. Even in a period of time, the first brand advertising in the circle of friends has become a hot topic in the circle of users. We can see that brand advertising in the circle of friends is not only an effect advertisement that spreads to a limited audience, but can trigger more accurate distribution of secondary marketing communication of potential users.
Second, from "hard" to "soft". The attributes of today's Internet media platforms are also undergoing real changes. Take today's video websites, it is no longer just a playback platform, such as iQiyi, Tencent video, etc., already have the ability to make homemade programs. Even these video sites are involved in the production of traditional cultural industries such as TV dramas and movies. This makes the video website as the Internet media platform more autonomous, and the advertisements are no longer blindly embedded in the program, but have more room for operation at the soft marketing level. In the speech of ad:tech, Zheng Xianglin also mentioned the soft marketing strategy of Tencent's self-produced program "We 15". As a producer and producer, Tencent Video can effectively strengthen the brand and original columns through IP cooperation. The relevance, rather than the simple sponsorship rights, can even amplify the brand equity of the company through the use of potential marketing and deep correlation to achieve a consumer's mental impact.
Third, from “coverage†to “interactionâ€. Although enterprises now recognize the value of advertising on the mobile side, most companies still place mass advertisements on multiple media platforms such as TV, PC, mobile and print media when advertising, and there is no connection between them. Enterprises only need to give money in place, covering all media platforms. With mobile devices such as mobile phones and mobile applications such as WeChat and Alipay rising rapidly, it is now an era of multi-screen interaction. You said that you can achieve cross-screen coverage, but you can also have interaction between each screen. Relationship? For example, WeChat can actually do it. Many people should still remember that the Spring Festival Evening shook the red envelopes caused by the national carnival. People watched the Spring Festival Evening and used WeChat to shake the red envelope, which became the unique scenery of this year's Spring Festival Evening, and also made it a red envelope for users. The companies that made the coupons made a lot of eyeballs and got a lot of exposure. This is a typical multi-screen interactive marketing case.
Fourth, from "bombing" to "impact." This is also an era when everyone is from the media. According to Tencent's official data: "There are a total of 8.6 million public accounts on the WeChat public platform, and it is growing at a rate of 15,000 per day. WeChat users average on WeChat platform every day. I have to read five or six articles, and 80% of the readings come from friends." The rise of new media platforms such as headlines and information is also an era of fragmented reading. The media is fast. Centralized. In the view of Zheng Xianglin, vice president of Tencent, after the decentralization of the media, advertising is becoming a connector between brands and users, affecting users through information, channels, services, experiences and other aspects, and interacting with them. It's just a simple brand exposure, but it needs to have enough depth to influence the user's mental changes.
In short, in today's Internet+ era, the media platform has changed dramatically, the traditional marketing methods of enterprises are outdated, and corporate brands and marketers must update their marketing awareness and change according to the current media platform. , re-evaluating how to place brand ads.
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